Build-A-Bear Workshop announced a collaboration with Varsity Brands through its Varsity Spirit division, a global leader in cheerleading, dance team, and band apparel. This multidimensional relationship aims to tap into the growing cultural relevance of cheerleading, which involves over 3 million participants in the United States.
The collaboration includes exclusive products, pop-up shops, and themed parties designed to celebrate spirit, teamwork, and creativity. The Varsity Spirit collection captures the iconic look of Varsity Spirit uniforms, resonating with fans across generations.
Build-A-Bear pop-up shops will be featured at Varsity Spirit's national events, which attract up to 20,000 attendees, offering new ways for fans to engage with the brand. Varsity-themed parties at Build-A-Bear Workshops will provide teams with opportunities to celebrate achievements and bond over personalized creations, strengthening connections within the cheer community.
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